Tag Archives: marketing
Conventional – 1: formed by agreement or compact 2 a: according with, sanctioned by, or based on convention b: lacking originality or individuality : trite c (1): ordinary, commonplace – Merriam Webster Online Dictionary
As you can tell from my last BLOG, I am far from conventional. However, the point of my last article is this, challenge the conventional, make people think, question the gurus. I am not an anarchist, but I don’t want to be like everyone else. One of the most disappointing things to me is that people have a hard time not being conventional. There is some part of us that just wants to “fit in”. However, it’s hard to advance when you look like and like everyone else. There is no defining characteristics, no character, we are just the same. I guess that’s why when it comes to marketing, I want to be different, I want to be unique, I want to challenge my clients and readers, I want to be unconventional.
The Conventional tries to quell the Creative
When we or our marketing becomes conventional it becomes more difficult for us to be more creative, to think outside the box. Very few if any inventions were constructed out of conventional thinking. As a matter of fact most inventors were seen as lunatics, mentally unstable, and in some early historical cases they were forced to recant their thinking and placed under house arrest (see Galileo). Sadly today, with exception of house arrest we commonly feel forced to keep our thoughts to ourselves, and remain conventional.
Conventional Marketing Limits Creative Marketing
Marketing is a funny animal. It’s conventional to rely on what other people say, especially those who are espoused as professionals in the field. I think it is unfortunate that so many marketing professionals say and recommend you do the same things. I call it conventional marketing. Let’s face it, it is easier to put everyone in the same box, then it is to customize and be different. Honestly, it’s also far less expensive. However, as professionals in our own field we are different, we have different strengths, weaknesses, business models, etc. It does not serve in your best business interest to always remain conventional.
Unconventional Marketing is Risky
Whenever you move outside of convention you are always at risk. It can fail. However, all marketing can fail, so I am not convinced of how big of a risk it can be if your current conventional marketing is not working. Let’s be honest, who ever would have thought that 15 years ago that placing an ad on a medium where by people connect with a modem through a computer would have any value. Now try going to a website without an advertisement.
Unconventional Marketing Requires Unconventional Thinking
Most everyone wants to be liked and accepted. The easiest way to do that is agree with everyone around you. However, if your marketing is going to be unconventional you are going to make some people very unhappy. You have to decide for yourself if you can handle that. If you cannot handle negative criticism, you may not want to become unconventional. However, if you can handle the criticism than let me give you some points to consider on your way to unconventional thinking when it comes to marketing.
- Accept nothing as an absolute
- Challenge everything that is assumed to be a fact on the basis of group consensus
- Be outlandish in your thinking
- Consider every idea as a possibility
- There is no box
WARNING: You will tick people off!!!!!
Oh yeah, when you start doing this, being challenging to the group conventions of marketing, you really will piss people off, especially the “marketing professional”. On a personal note, I found that when I challenge conventional marketing concepts, people don’t argue about my thinking they make a personal attack on me. You know what that tells me, they do not have the intellectual competence to argue intelligibly. So it follows if you cannot argue intelligibly how good of a marketing person can you be? However, when you find those who do have the intelligence to argue intelligibly, it forces you to think, and think differently. I have also found the latter group of marketing professionals to be outstanding, and bleeding edge.
Does Unconventional Marketing and Thinking mean you are never wrong?
The idea here is that thinking outside of the box and challenging conventional marketing is never wrong. However, the results of your unconventional marketing techniques may not result in the desired results you had hoped for. In those cases you’re wrong. Then again, what’s wrong with being wrong, outside of the fact that we don’t like to be wrong. Wow! Is that existential? While I do not like being wrong, when I am wrong, I have learned from it, and found another way. Sometimes I take a step backward, but only to take 3 steps forward later.
…and in the end
Try, challenge, and don’t fear others or failure.
Ciao for now,
The hottest marketing term being thrown around today is “target marketing”. People are making tons of money on this term. It is so ill defined, that no one can tell you exactly what it is. How big or how small it is. What the defining parameters are, how to measure it, or how to actually observe it. As business owners please don’t fall into the trap of marketing professionals who tell you, “You are not targeting your market”. Hell they can’t even operationally define it. What’s more, let them try to measure it. Other than that, just ignore me, and spend your money any way you want without measurable results.
What is Target Marketing?
There are many definitions, and I don’t have enough room to put them down here. Technically speaking, target marketing has been closely aligned with terms “niche” marketing, and “market segmentation”. Which are very nice sounding terms however, they lack good scientific vigor with regard to a definition. Honestly, if you jump on the web for a definition for target marketing you will find that the term is so grossly defined that you could drive a battle ship through the holes in the definition.
How is it measured?
It’s impossible, because there is not an operational definition for it. Good luck with spending those marketing dollars.
Can a Target Market be too small?
Well supposedly it can be. However, it really is based more in how much money you are making. If you are only selling to 10 people but they are paying you a million dollars a year, and you are happy with that, then I guess it’s not too small. There are companies that make fabulous money selling personalized private jets to very few people.
Can a Target Market be too large?
Well supposedly it can be. Ha! Don’t you love it, it’s the same answer as above. The definitions of “target marketing” do not define the parameters. However, I read an article where a company target marketed an entire country. Although think about toilet paper companies? Who is their target market? Better yet who is NOT the target market? If I find out who those people are, I will not be shaking hands with them. I guess it’s anybody that doesn’t produce human internal waste. Hmmm. I guess if they don’t produce human waste, I suppose they are dead. So I guess toilet paper companies don’t target dead people.
Is there any value to target marketing?
Well let me save you several hundred dollars on this one. Here are some things you already know but will be told to you in different way.
- Only try to sell your goods or services to people who can afford them.
- Only try to sell goods or services you actually have an expertise at selling.
- Only sell your goods or services in geographical area you actually serve.
- Only try to sell your goods or services to people who actually want or need them.
Are you target marketing on the web?
Well I have a question is your web marketing working? If you respond yes to this question, by definition you are evidently “target marketing”. If you say no, then evidently you are not. Can you see how much B.S. this is? I discussed this with my good friend and colleague Brad Carroll, author and CEO of Dakno Marketing, Inc. We batted target marketing around on IM for a good 30 minutes, when I brought up the definition of “target marketing” of as “if your marketing is working you are target marketing, if it isn’t your not target marketing”. He gave me a “smiley” and simply said, “yeah”.
What came first the Success or the Target Marketing?
Talk to the Chicken or the Egg.
What is the answer?
First of all, I don’t claim to have all the answers. I do know that I have been quite successful with clients businesses on the web, and I don’t spend a whole lot of time worrying about target marketing. Although Brad says I am, I just don’t know it. I am not sure he knows for sure, because we can’t even define the darn thing clear enough to know if you are doing it or not. However, I do know a few things that I have found to be very effective through trial and error.
- Don’t be something online that you are not in person.
- Don’t work with people that you don’t like working with and make sure there is not something on your website that is attracting them.
- Figure out who you want to work with, understand them as completely as you can psychologically and focus your content to that group.
- Don’t be afraid to try something way outside of the box.
- Know how people behave on the web (My next post will focus on this topic)
If you can do these 5 things don’t worry about nebulous terms like “target marketing”.
Ciao for now.